ANZ takes media account to pitch
ANZ has confirmed it is taking its Australia and New Zealand media account to pitch, to ensure it has “the best partner model for the future” in the changing media landscape.
Starting next month, the review will kick off with an initial market assessment. The bank confirmed its long-term media agency partner, PHD, will be invited to take part in the process.
PHD has worked on the account since it opened its doors in 2012. In February last year, it extended the relationship.
Incumbent PHD has been invited to pitch for ANZ
“The media landscape is changing quickly, with new technology, data, AI, and shifts in media formats and agency models. We believe now is the right time to conduct a thorough review to ensure we have the best partner model for the future,” an ANZ spokesperson said in a statement to Mumbrella.
“PHD remains our media agency during this time, and it’s business as usual. Both Australia and New Zealand are in scope for the review.”
In July 2023, the bank appointed a group chief marketer in Astrud Burgess, expanding on her existing responsibilities leading data, marketing and customer experience in New Zealand.
She replaced Sweta Mehra, who moved to a managing director role in the everyday banking portfolio.
Last year, ANZ took its creative account to review, as it looked for a new ‘ecosystem’ of agencies to meet its needs.
“We’re constantly reviewing the ways in which we work with our Australian agency partners,” Sian Chadwick, general manager of marketing at ANZ, said at the time.
“As part of this, we are building an alliance of trusted agency partners which will allow us to achieve the best creative outcome for each campaign.”
The bank’s account, which was previously held by Special, was sought after by some of the industry’s top agencies, including BMF, Dentsu, and The Monkeys (now Droga5). Ultimately, Publicis Groupe’s Leo Australia won it.
Also last year, ANZ signed a three-year partnership with Analytic Partners, aiming to optimise its media effectiveness.
“The company’s expertise in modelling and the broader marketing landscape makes it an ideal fit for our organisation as we aim to enhance the efficiency of our marketing efforts and develop influential strategies,” Chadwick said last year.
Efficiencies at ANZ go beyond the marketing team, with reports last month of a wider review undertaken by new chief executive officer Nuno Matos.
The review is expected to include advice about cutting down the number of managers who directly report to ANZ’s 11-strong executive team.
“As you would expect with a new CEO, ANZ is making sure it has an efficient structure focused on our core priorities that will deliver the best outcomes for our customers and shareholders,” an ANZ spokesman told the AFR.
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